Telia B2B Self-Service: SIM Card Management Feature Design

Client:
Telia – Leading telecommunications company in the Nordics and Baltics, providing IT, internet, and mobile services.

Project Overview
Telia sought to enhance its self-service portal by introducing a comprehensive SIM card management feature. This new functionality aimed to simplify processes such as SIM card activation, change, termination, and plan adjustments. The challenge was to design an intuitive, seamless user experience that would allow customers to manage their SIM cards without needing assistance from customer support.

Problem Statement
Before the redesign, Telia’s customers faced challenges with SIM card management:

Complex processes: Users found it difficult to navigate between different actions related to SIM management, often needing to contact support for help.
Inconsistent UI: The existing system did not offer a unified, user-friendly interface for managing SIM card operations.
Low engagement: Users were not utilizing the self-service portal as much as expected, indicating friction in the current flow and an opportunity for improvement.
The goal was to design an easy-to-use SIM card management solution that would empower customers to perform these actions independently.

Research & Insights
We began by conducting user research, including surveys and interviews, to understand customer pain points related to SIM card management. Key findings included:

Unclear terminology and navigation: Users were confused by the terms used for different actions (e.g., “activation” vs. “replacement”).
Time-consuming steps: The process to activate or terminate a SIM card involved too many steps, resulting in user frustration.
Plan change confusion: Customers found it hard to compare and switch between mobile plans, leading to low plan-switching engagement.
Design Process
1. User Research and Personas
We created detailed user personas based on customer feedback. These personas represented a range of users, from tech-savvy individuals to those less familiar with digital tools, ensuring the solution would cater to all customer types.

2. Information Architecture
The existing flow was restructured to prioritize simplicity and clarity. All SIM card management actions—change, activation, termination, and plan change—were grouped logically within a single interface, reducing the number of steps and making navigation intuitive.

3. Wireframes and Prototyping
Low-fidelity wireframes were developed and tested with real users to refine the user journey. The feedback led to adjustments in the flow, such as consolidating the activation and replacement steps into one unified action.

4. Visual Design and UI Improvements
The UI was designed with a clean, minimal aesthetic to reduce cognitive load. Clear call-to-action buttons were introduced, guiding users effortlessly through each process. The interface was also mobile-first, ensuring that users could easily manage their SIM cards on-the-go.

5. Plan Comparison Tool
A simple, side-by-side plan comparison feature was introduced to allow users to switch mobile plans effortlessly. Users could now view key features and pricing of different plans in one view, with clear CTAs to initiate a plan change.

Key Features Designed
SIM Activation: Users can quickly activate a new SIM card by entering basic information and following a simplified, step-by-step process.
SIM Card Replacement: The flow allows for easy SIM card change when users upgrade devices or need a replacement due to damage.
Termination: The termination process was streamlined to allow users to cancel their SIM card service with minimal friction, while still offering support options if needed.
Plan Change: A new plan comparison tool enables users to explore available plans and switch with just a few clicks.
Impact & Results
The new SIM card management feature achieved impressive results post-launch:

30% increase in self-service engagement, as more customers were able to manage their SIM cards without needing to contact customer support.
25% reduction in SIM-related support tickets, due to the simplified and intuitive design of the self-service portal.
20% increase in mobile plan switches, driven by the ease of comparing and changing plans directly within the platform.
Key Learnings
This project highlighted the importance of user research in identifying pain points and designing with clarity and simplicity at the forefront. The streamlined user flow and responsive, mobile-friendly interface were instrumental in driving higher engagement and user satisfaction, while reducing the burden on customer support.